Customer service is becoming social, according to a new guide – How to use social media to revolutionise your customer service from specialist social media agency, Yomego. The guide is free to download from Yomegos website: www.yomego.com/insight.
Many brands now use social media as part of a customer engagement strategy: to listen and respond to feedback. Steve Richards, MD of Yomego and author of the guide, argues that the smart brands are creating customer communities as part of a customer service strategy as well as their marketing strategy.
The guide gives examples of ways brands can use customer communities:
To provide a way for customers to self serve (find answers to common problems) or help each other, taking a burden off the customer service team (if a question cant be answered straight away, a live chat function accessible from the site, or a direct message function means the customer gets their problem resolved straight away
To see whats proving popular (and, of course, whats not)
To communicate a single message to multiple customers (a service upgrade, for example)
To listen in on discussions about products and services and get valuable feedback
To involve customers in product development (Richards cites Asdas Your Asda community initiatives and Starbucks My Starbucks Idea)
To create a culture of openness that customers reward with loyalty (but be ready to deal with criticism, too).
Richards gives advice to brands considering a customer community, under the following areas:
Creating an easy-to-use and well designed site
Resourcing a community
Taking on board (and not censoring) negative comments
Listening and responding quickly
Rewarding valuable contributors
How to react when you get it wrong
Being prepared for the long haul
Using the community in conjunction with other services
Integrating it to other social media tools
Tracking the impact of the community on your brand reputation
Tools to consider on the site (such as chat/DM functions, FAQs, forums and incentive schemes)
Richards says: Customers are already talking about your brand, but before social media, you couldnt hear them. Now, customers are talking on social media about your brand. It makes sense for to create a social media strategy that addresses customer service issues head on.
For more information and to download the guide, visit www.yomego.com/insight.
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Yomego is a specialist social media agency. It offers brands a mixture of strategic insight, creative design and expert implementation to help them create (and monetise) entertaining and engaging digital communities across web, TV and mobile platforms. It has created successful social media campaigns for brands including: GMTV, Five, ITV, MTV, eircom, Ladbrokes, Durex, Tayto, BetFred, Dennis Publishing and Fremantle (among others).
Find out more by following Yomego on Twitter, the Yomego blog, Brand Republic, LinkedIn, Facebook, Flickr and YouTube, or visit the website.
For more information, see http://www.yomego.com.
For more information and to speak to Steve Richards (MD, Yomego), please contact:
Tel: 0771 406 5233